Admittedly, a negative review on Digg could be potentially more damaging than one on TripAdvisor by virtue of the way the former works.

BUT....those companies which are unfortunate enough to have a negative review "digged", will face the same dilemma as when a negative news story about their company continues to appear in the top listing of Google.

It's not great, but, for most, it's not the end of the world either.

There is no doubt that web reviews are a force to be reckon with--if they weren't then user generated content sites wouldn't have to look over their shoulder every 20 seconds to make sure they weren't libelling someone and PR minions wouldn't be dispensed in droves to write up glowing reviews about their clients (cheeky monkeys).

Social media sites, which are command centres for consumer reviews, are sweeping in millions of marketing dollars everyday from travel companies which see the huge importance of this medium to their business.

So, will Digg be the next Consumer Reports or TripAdvisor, as some enthusiastic bloggers have fathomed?